How to circle the "Z Generation" of red cultural tourism

On June 16, under the organization of the Youth League Committee of Guangxi Normal University, the teachers and students of the school followed the footprint of General Secretary Xi Jinping and came to the State Red Army Long March Xiangjiang Battle Memorial Hall to carry out theme education practice activities. Through pictures and a paragraph of text, teachers and students fully understand the tragic history of the Xiangjiang Campaign; by understanding the deeds of the revolutionary ancestors, learning weaving straw shoes, they deeply feel the hard work of the Red Army soldiers and the lofty spirit of death. After the event, teachers and students said that they should transform the spirit of learning and inheriting the legacy of the martyrs into specific practical actions, and aim to grow into a qualified Communist Party member.

Around July 1st, there were more tourists who went to the Red Revolutionary Scenic Area, Memorial Hall, Museum, and Museums, and many of them were "generations" of young groups. "Gen Z" mainly refers to young people born from 1995 to 2009, and are one of the most important groups that accept and inherit the spirit of patriotism. According to the "Red Inheritance of the Red Tourism Consumption Preferences" released by the Tongcheng Research Institute 2021, "Gen Z" is the absolute main consumer force of red tourism, accounting for about 61%of the red tourist population. What attracted the eyes of "Gen Z"? What kind of products can be favored by "Gen Z"? This side reporter analyzed the red tourist attraction in the hearts of "Gen Z" by visiting major red tourist destinations.

1

"Gen Z" became

The main force of red cultural tourism consumer

On June 25, at the entrance of the Red Army Martyrs Memorial Hall of the Sichuan -Shaanxi Revolutionary Base in Tongjiang County, Sichuan Province, Qi Ling left a photo for his 18th birthday. "This is the first time I have experienced the explanation of goosebumps that make people get up with the whole body." Qi Ling said that this birthday trip to Pakistana Tongjiang made him understand the history of the Red Fourth Army to establish the Sichuan -Shaanxi and the Soviet Union. It is a kind of incentive for him.

On June 24, Ctrip released the "Red Tourism Big Data in the First Half of 2022", the number of tourists traveling to the Red Tourist Scenic Area in June showed a double -digit growth in May. Judging from the data of the first half of the year, "post -80s" tourists accounted for 41%, and red tourism in parent -child families accounted for nearly 30%. It can be seen that red tourism is no longer a special feeling for middle -aged and elderly people, and it has also become a vivid textbook for young people to understand the passionate revolutionary age.

"The‘ generations ’group of people is becoming the main force of red cultural tourism consumption." Said Liu Weiguo, director of the Revolutionary Cultural Relics Department of the Heilongjiang Provincial Culture and Tourism Department. After the college entrance examination, the number of students from red tourist scenic spots such as Sun Wu, Dongning Fortress, and Tiger Fortress in Heilongjiang Province increased significantly.

The supply of rich red tourism products is a key factor that attracts the "Z Generation" group. Red tourist attractions in various places combine red historical culture with immersive and interactive tourism experiences such as red historical culture with red performing arts and experience courses to inject fresh vitality into red tourism.

"The wind is roaring, the horse is called, and the Yellow River is growing ..." In the Pugou Waterfall Scenic Area in Shaanxi, "The Yellow River Chorus" was presented in the way of performing a real scene in the landscape, which made the "post -90s" audience excited and felt that he was brought in That youth and blood.

On June 17, the Memorial Hall of the Ruijin Central Revolutionary Base in Jiangxi Province and the Gannan Normal University established the "Memorial Hall+University" integration development consortium. The Memorial Hall integrates affectionate lectures and scenarios, and launched the "Soviet Area Spirit Eternal Light" scene story lecture, creating "red ideological and political lessons in the situation" and "party spirit in the story" for college students in the new era.

"The application of new technologies provides new ideas for exhibits, and the innovation of red tourism product innovation is constantly emerging." The relevant person in charge of the Huozhou Archives Bureau of Shanxi Province introduced that the local red pop -up shops, red IP -themed RV shows and other innovations Products are closer to young people's cultural tourism consumption preferences, attracting young tourists.

2

Facing "Gen Z"

Red Cultural Tourism still needs to dig in depth

Why has it been regarded as a red tourism that has always been regarded as middle -aged and elderly tourists to remember history and suffer from bitterness, why does it attract the wave of "younger"? According to industry analysts, this is due to the diversified coverage of tourism promotion and marketing under the normalization of the epidemic prevention and control and the strong cultural self -confidence of young people at the moment.

"It is a different experience in the place where history happened again in history." Said Xiao Xie, a "post -00" tourist who played in Yan'an, Shaanxi. Compared with traditional sightseeing, young people prefer vivid expressions that are creative relying on historical landscapes.

Although "Gen Z" has become a key group of red tourism, and many scenic spots are doing their best to drain and increase efficiency, there is still room for further improvement in product development, tourism methods, and prices.

Li Shoujun, the head of the Cultural Sports, Sports and Television and Tourism Bureau of Jixi City, Heilongjiang Province, admits that there are few boutique red tourist routes for "Gen Z" group tourists, few boutique red tourist scenic spots, and few boutique red tourism souvenirs. The youth red tourism product system also It needs further improvement. The distance between red tourism and young people is one of the important issues in the tourism industry today.

Although Xiao Xie’s journey of Yan'an is very happy, he also said that for students, the fare of local tourism performing arts is a bit high. I hope to launch more discount tickets for the student group, so that more students and just stepped on up Young people in society can afford it.

Product homogeneity is also the reason why many red scenic spots are lacking attractive to young tourists. The Red Army Long March Xiangjiang Battle Memorial facilities "Three Garden and Three Museums" reached more than 7.7 million tourists in 2021. "But some tourists feedback with us. The content exhibited by several venues is too similar. Repeated viewing will make people feel boring." Bao Tonghua, general manager of Guibei Red Culture Education Training Center, said that this is because the excavation of red resources is not enough. As a result, "the same is the same everywhere." The boring boring of the "Re -Traveling and Light Teaching", or the "Retreatment Light Tour" is currently a problem existing in the Red Scenic Area in Shanxi. "Xiao Xu, a staff member of Shanxi Business Travel, believes that it is difficult for young tourists to make young tourists. There is a deeper experience in red culture, and red tourism should be "played" out of new tricks, so that more young people voluntarily join the team that inherit the red history.

3

Circle Fan "Generates"

Exploring the initial results in various places

How to get the favor of "Gen Z" in red tourism? "Those who get the 'Z generation' have the world. To seize the market, we must first understand this group." Cao Shiwu, an associate professor of the School of Tourism and Culture of Nanning Normal University, analyzed that the consumer behavior of the "Gen Z generation" group has preference for sociality, interest driven, and focusing on the face. The characteristics of value, so he recommends focusing on the empowerment of cultural creativity, science and technology, and constructing the "red+" industrial system. Cao Shiwu believes that cultural creativity and science and technology are the two wings to promote the innovation and development of red tourism: on the one hand, we must combine the focus of "Gen Z" to strengthen the development of red culture and creativity, create red cultural IP, and integrate the red culture and the modern tourism industry system. , To activate and enhance its social value and market value; on the other hand, we must enhance the attraction of red scenic spots through science and technology, and integrate with advanced technologies such as holographic, VR, AR, artificial intelligence to enhance the visual effect and experience of the red scenic spot project , Change the static exhibition of traditional red venues.

From the perspective of innovative red expression and rich tourism experience, the red tourist scenic spots in various places have made exploration and attempts, hoping to make red education "moisturize silent" through tourism. Guibei Red Cultural Education Training Center has developed different forms of red research courses. In 2021, the center and Hunan Satellite TV jointly developed the history of music party history. Through listening to music and singing red songs, they learned about the red history represented by music, and transmitted the red spirit with music interpretation and conveying the red spirit.

Li Yuan, a scholar in the field of Rong Media Technology, studied the use of short videos to spread the path of Shanxi Red Cultural Tourism. She believes that the impact of short videos to the audience cannot be underestimated. To this end, Shanxi launched the "historical footprint" red tourism promotion activities in 2021, using the thinking of "Internet+" to create an online celebrity punch card pop -up store and the red IP theme RV exhibition. The popular red tourism boutique line with young people has greatly increased the brand awareness of the red tourism brand in Shanxi.

The Northeast Martyrs Memorial Hall Design launched the "Exploring the Arsenal" touch game, which is highly restored to the Seven Star Division Camp Arsenal Workshop. Visitors can personally experience the production and processing process of forging, pipelines, gun installation, test shooting, marking and other firearms, and achieve a subtle educational effect in the interaction.

The "Panda Line" of the Zunyi Council and the "Panda Line" of the Sudu Chishui Memorial Hall poke the preferences of young tourists through the differentiated experience of "traffic+accommodation". The network platform was successfully out of the circle. In the next summer, "Panda Licencies" will open more "red tourism" special columns, which means that red tourism will have more younger opportunities under active needs.

The immersive real -world drama "August 1st" created by Nanchang City, Jiangxi Province has achieved innovation of red performing arts. Different from the common "sitting and watching" in the previous stage dramas, "August 1st" adopted a newly respected newly -viewing form- "Watching". The audience replaced the military uniforms as people in the play, participated in the development of the plot, and experienced the years in person.

Shaanxi Yan'an also worked hard on red performing arts innovation. A series of red tourism performing arts such as "Yan'an Yan'an" and "Yellow River Chorus" include a variety of interpretation methods such as immersive real -life experience, landscape symphonic performance, performance shows, and scenarios to better meet young tourists and expressions of red culture innovation. The craftsmanship allows them to understand the connotation and spirit of red culture more deeply.

(Draft: Guo Kaiqian participated in writing: Guo Kaiqian, Fu Yuanshu, Zhang Jianyou, Qin Yi, Wang Zhuqing, Guo Zhiqing)

"China Culture News" on July 3, 2022

The 1st version published a special report

"How to circle the" Gen Z Generation ""

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Editor -in -chief: Chen Xiaoyue

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